Pengembangan Kerangka Transparansi Pemasaran Hijau (Green Marketing) Berbasis Blockchain untuk Memitigasi Greenwashing pada Industri Manufaktur
DOI:
https://doi.org/10.51977/p4z71e75Keywords:
blockchain, digital marketing, green marketing, greenwashing, kepercayaan konsumenAbstract
Abstract— The rapid growth of sustainable marketing has encouraged manufacturing companies to adopt green marketing strategies to improve corporate competitiveness and environmental responsibility. However, the increasing number of unverified environmental claims has also intensified greenwashing practices, reducing consumer trust and limiting the effectiveness of sustainability initiatives. Existing green marketing approaches generally lack transparent mechanisms that enable consumers to verify environmental information throughout the product lifecycle. This study proposes the Blockchain-Based Framework, a conceptual framework integrating blockchain technology into digital marketing ecosystems to improve transparency, traceability, and consumer trust. The proposed framework employs immutable distributed ledgers, smart contracts, QR-code verification, and digital product passports to ensure that sustainability claims can be independently verified by consumers. This research adopts a Design Science Research approach combined with a systematic literature review to develop and evaluate the proposed conceptual framework. The framework demonstrates that blockchain technology can significantly improve information transparency, reduce greenwashing risks, strengthen digital consumer trust, and support sustainable digital marketing strategies in manufacturing industries. The proposed framework contributes to the intersection of information systems, blockchain technology, and digital marketing by providing a technological foundation for transparent sustainability communication.
Abstrak— Meningkatnya penerapan strategi green marketing pada sektor manufaktur mendorong perusahaan untuk menyampaikan berbagai klaim ramah lingkungan sebagai bagian dari strategi pemasaran digital. Namun demikian, rendahnya transparansi informasi produk menyebabkan meningkatnya praktik greenwashing yang berdampak terhadap menurunnya kepercayaan konsumen. Penelitian ini mengusulkan Blockchain-Based Framework sebagai model konseptual yang mengintegrasikan teknologi blockchain ke dalam ekosistem digital marketing untuk meningkatkan transparansi, keterlacakan, dan kepercayaan konsumen. Framework ini memanfaatkan distributed ledger, smart contract, QR Code, dan digital product passport sehingga seluruh informasi keberlanjutan dapat diverifikasi secara independen oleh konsumen. Penelitian menggunakan pendekatan Design Science Research (DSR) yang dipadukan dengan kajian literatur sistematis dalam merancang framework konseptual. Hasil penelitian menunjukkan bahwa pemanfaatan blockchain berpotensi meningkatkan transparansi informasi, mengurangi risiko greenwashing, memperkuat kepercayaan konsumen digital, serta mendukung implementasi strategi green marketing yang berkelanjutan. Kontribusi penelitian ini terletak pada pengembangan framework berbasis sistem informasi yang mengintegrasikan blockchain dan digital marketing sebagai solusi inovatif untuk meningkatkan kredibilitas komunikasi keberlanjutan pada sektor manufaktur
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